Study On Trust Mechanism Of Food Safety

In 2008, "melamine incident" as a symbol of China’s consumers in just five years through a series of large and small food safety incidents.Affected consumers exaggerate the risk of food safety panic, many reputation for excellence, product quality brand of food processing enterprises are also facing the inevitable crisis of consumer confidence in food safety.How to reshape the domestic consumer confidence? How to build trust mechanism between businesses and consumers? This series of problems to be solved.Foreign studies have shown that companies pass product quality information through branding, advertising, marketing, etc. to consumers in the ease of asymmetric information problems played a certain role.However, if consumers have for food processing enterprises in product safety are suspect, even mistrust, the quality of signal transmission effect is also still valid?If the quality of signal transmission is affected, how to deal with food processing enterprises in order to strengthen the role of the quality of the transmitted signal, the enterprise out of the shadow of a crisis of confidence as soon as possible? Depth analysis of these issues constitute the focus of this paper.The main objective of this paper is to build the brand as the leading food processing companies, employees full participation, consumers respond positively, the effective government supervision to consumer confidence in food safety mechanism analysis framework.On this basis, an empirical study of internal social capital, employee loyalty and employee food safety behaviors intrinsically linked,Different interactive mode brand food processing enterprises to adopt the impact on consumer confidence,Activities affecting the quality of signal transmission pattern embedded on consumer confidence in food safety. For our brand of food processing enterprises reshaping consumer confidence in the company and its products, make policy recommendations. The main contents and conclusions are as follows:First, combined with embedding theory, the brand of food processing enterprise employees included in the study, the basic analytical framework to build consumer confidence in food safety mechanisms leading brand of food processing enterprises under.Business survey data acquired by hand, using one-way ANOVA between the empirical testing of internal social capital and employee loyalty analysis, whether there is an inherent link between employee loyalty and employee food safety behavior. The results show that the brand of food processing enterprise social capital has a positive impact on employee loyalty, employee loyalty business has a positive impact on employee food safety behavior.Second, through a network survey, empirical analysis of the brand of food processing companies in the consumer network interaction process, the different modes of interaction can produce a positive impact on consumer confidence. Draw the following conclusions:Communication and interaction patterns of different age have a positive impact on consumer confidence and the impact of significant differences, compared to synchronize asynchronous interaction interactive consumer confidence has a more significant impact;Different online interactive scale model of interaction has a positive impact on consumer confidence and the impact of significant differences, single interactive consumer confidence has more significant impact on people interaction compared;Interactive mode is different interactive objects have a positive impact on consumer confidence and the impact of significant differences, consumers interact with consumers compared to employees interact with consumers with a more significant impact on consumer confidence.Thirdly, by way of situational simulations, empirical research is embedded in the enterprises to carry out different activities situations, affecting the quality of signal transmission pattern of consumer confidence in food safety, whether there is a significant difference. The following conclusions:In the food industry is facing a crisis of consumer confidence in the background, the quality of signal transmission behavior of corporate reputation and brand advertising brand food processing enterprises have a positive impact on consumer confidence in food safety;Social capital embedded in social activities help strengthen the impact of the quality of the formation of signaling functions on consumer confidence in food safety;Virtual embedded social capital formation activities help strengthen the impact of the quality of the signal transmission function of consumer confidence in food safety;Embed the social activities of social capital formation compared to in terms of social capital formation virtual embedding activities played a positive regulatory role more significant.Fourth, the reference of foreign scholars have made in the research of government social regulation pattern results,This paper constructs the food safety regulation appropriate embedding mechanism and three different conditions based on the food safety regulation dynamic embedding mechanism.In order to establish food safety regulation mechanism of dynamic embedded framework of a multi-level.This paper makes up less than a single economics perspective brought about by the establishment of the brand as the leading food processing companies, employees full participation, consumers respond positively, the effective government supervision to consumer confidence in food safety analysis framework combined with embedded mechanism theory, and thus the existing consumer confidence in food safety research results a useful supplement.Meanwhile, the results of this study with respect to food security capabilities allow brands to stand out how to achieve food processing enterprises have certain practical significance from the industry.